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Online Reviews in Romania: Motivations, Perceptions, and the Impact of the J-Shaped Distribution on Consumer Behavior

Author

Listed:
  • Ionut Tanase

    (The Bucharest University of Economic Studies, Romania)

  • Lucia Nicoleta Barbu

    (The Bucharest University of Economic Studies, Romania)

  • Elena Florentina Grejdan

    (The Bucharest University of Economic Studies, Romania)

Abstract

Online reviews are an important and powerful element of digital marketing, influencing consumer decisions and the reputation of products and services. This study analyzes the behavior of Romanian consumers in writing online reviews, with a particular focus on the "J shaped distribution", characterized by the preponderance of extreme ratings (5 stars or 1 star) and a limited representation of moderate reviews (2, 3 or 4 stars ). The results provide valuable insights into the motivations and preferences of Romanian consumers, contributing to a deeper understanding of the dynamics of online reviews. The study also highlights the role of moderated reviews in strengthening consumer trust and supporting informed decision-making. These conclusions address both the academic literature and digital marketing professionals, providing practical directions for effectively managing online reviews and increasing consumer engagement.

Suggested Citation

  • Ionut Tanase & Lucia Nicoleta Barbu & Elena Florentina Grejdan, 2024. "Online Reviews in Romania: Motivations, Perceptions, and the Impact of the J-Shaped Distribution on Consumer Behavior," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 450-454, December.
    • Handle: RePEc:ovi:oviste:v:xxiv:y:2024:i:2:p:450-454
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    More about this item

    Keywords

    online reviews; consumer behavior; e-commerce; digital marketing;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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